Gordana Dobrivojević, Danijel Pavlović, Jovan Popesku

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In this paper IPA (importance–performance analysis) is used to assess location attractiveness for investments as a competitiveness factor in Serbian tourism. Based on the theory of Dunning’s eclectic paradigm, regarding locational advantages as a factor for investments, twelve key indicators were selected for assessment by stakeholders in the private and public sectors. The conclusion derived from the analysis implies that Serbia is under performing in relation to the importance of the selected indicators. The largest proportion of indicators is classified as the ‘concentrate here’ strategy type in the IPA matrix. The conclusions regarding the importance and performance of indicators allocated to other quadrants (especially ‘low priority’ and ‘possible overkill’) are also significant. This paper establishes the bases for analysis that can help both the public and the private sector to develop strategies for the development of tourism and the competitiveness of Serbia as a tourist destination, referring to investments (locational advantages) as a competitiveness factor.


importance‒performance analysis; Serbia; destination competitiveness; location attractiveness for investments.

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DOI: https://doi.org/10.22190/TEME1703655D


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